Crm of Oberoi Group

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CRM Practices: Oberoi Hotels & Resorts |

Term Paper |

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Divisha Agrawal |

2009PGP017 |

The term paper examines existing Customer Relationship Management practices at Oberoi Hotels and Resorts and proposes a possible CRRM strategy for the future. |

Contents

Introduction: Hospitality Industry 1

Customer Relationship Management in Hospitality Industry 2

The Oberoi Group 3

CRM at Oberoi 3

Customer Acquisition Strategies 4

Customer Retention Strategies 5

 Oberoi Advantage: An unforgettable holiday, just 5 stays away 5

The Offer 5

Redemption 6

 Oberoi Business Travel Plus 6

Offer Includes 6

Additional Value 7

Add on Selling Strategies 7

Use of Technology- eCRM 8

Customer Loyalty Programme 11

Relationship Building Strategies- eCRM 12

Integrated CRM Strategy 15

Conclusion 16

References 17

Introduction: Hospitality Industry

The word ‘hospitality’ has its roots in the French word “hospice” which means providing for the weary and taking care of those travelling. Hospitality Industry encompasses many fields with the service industry. It includes lodging, restaurants, event planning, theme parks, transportation, cruise line and many other fields. Hospitality industry is related to travelling and tourism industry.

Indian tourism and hospitality sector has scaled new heights. India’s strong Gross Domestic Product performance, close ties with the developed world, economic liberalization, increasing private sector investment, continuous fall in air fares and growing infrastructure have been chief contributors to the growth momentum. The ever increasing business travel and foreign tourists has driven the hospitality sector to serve guests better. Of late, visiting foreigners has reached a record 3.92 million.

According to the analysis by Economic Survey of India (2008), the Indian hotel Industry is estimated at US$ 17 billion; 70% contribution is from the organized sector, and the remaining 30% from the...